B2B Sales Training

Improve your sales skills with consultative selling techniques. A practical two-day intermediate B2B sales training course to boost results and build customer rapport, with a consultative sales approach.

Course Aim

• This B2B sales training will develop the participants’ skills, behaviours and confidence to sell to client needs and develop long-term relationships.
• The course aims to provide participants with a range of selling tools and techniques that will enable them to adopt a confident consultative and solutions-based approach when selling.

Target Audience

• This course is ideal for anyone seeking intermediate level sales training. The majority of participants attending our B2B sales training are either in full-time sales or business development roles, or are required to sell as part of their role.
• The training is useful for people wanting to improve their consultative selling skills and long-term customer relationships when selling business-to-business (B2B) services or high value consumer goods and services. The course can also be adapted for professional selling skills, consultative and solution selling.

Training Approach

• To maximise results, we offer B2B sales training tailored to your marketplace and industry sectors. We will also use your own examples of customers, clients and targets for discussion and role-play practise.
• Although the course can be delivered as two consecutive days, it also works very well delivered over two separate days. This allows time for application in-between the training.
• We are also experienced at providing bespoke sales training courses, combined with coaching and longer-term programmes to meet your specific organisation goals and sales objectives.

Course Objectives
By the end of the two-day B2B sales training, the participants will:

• Understand the consultative sales approach and the style of selling that is appropriate for their business and their clients
• Follow a sales process to guide their conversations and sales meetings
• Prepare thoroughly for a sales meeting/contact with a client to ensure they use their time efficiently and maximise results
• Create a great first impression and professional opening to a sales conversation
• Ask open questions and listen effectively in order to spot opportunities, understand needs and progress the sale
• Identify and understand buying and decision-making processes and criteria
• Skilfully and confidently handle questions and objections
• Sell the benefits of your products over those of your competitors
• Progress the sale by agreeing next steps and closing appropriately

Course Methods

The sales training will be delivered in a highly engaging and interactive way, focused on the specific needs of the participants and the organisations’ sales model and targets. There will be:

• Trainer input and tips through short presentation, demonstration and discussion
• Individual and small group exercises with facilitated group review of learning
• Group discussion
• Practise sessions in pairs or trios with feedback and coaching

Course Overview
Day One
Introduction to consultative selling

• What is selling?
• Who are you selling to?
• The buying experience
• What buyers want
• The B2B sales process
• Facilitator presentation, small group exercises

Preparation

• Preparing for a sales interaction
• Mental
• Physical
• Facilitator presentation and group discussion

Opening the sales relationship/sales meeting

• What potential customers are thinking
• Judging first impressions
• Creating positive first impressions
• Building rapport and creating interest and impact
• Earning the right
• Practise
• Facilitator presentation, small group exercises

Listening skills

• Barriers to listening
• Active listening
• Listening and rapport building practice
• Small group exercise, facilitated group discussion

Questioning skills

• Types of questions
• Questioning funnel
• Summarising
• Presentation, group exercise, practical activities in pairs

Understanding and identifying needs and opportunities

• Qualification part one
• Suspect/prospect/client
• Developing qualification questions
• Facilitator presentation, group exercise

Learning review and feedback

• Review workshop and personal objectives

Day Two
Recognising buying processes

• Qualification part two
• Developing a competitive edge
• Application to your customers
• Facilitated group discussion and exercise

Putting consultative selling into practise

• Goldfish bowl exercise
• Stepping into the shoes of the buyer
• Practising a first meeting

Introducing solutions

• Speaking the customer’s language
• Features and benefits
• Benefit cycle
• Application
• Small group exercise with facilitated group review, presentation

Handling objections and concerns

• Typical objections and concerns
• Objection-handling model
• Practice
• The price objection

First meeting practice – including objections

• Gaining commitment
• Checking
• Small C and big C
• Buying signals

Applying the learning and next steps

• Review of learning, current skills and action planning
• Final questions
• Course feedback

The B2B sales training will be supported with:

• An optional participant pre-course questionnaire and/or reading
• A colour printed workbook with ‘how to sell’ tips, techniques and space for personal notes